What technical considerations are key to effective mobile ads? What does a viable business model look like? The second session of a forum organized by the Columbia Institute for Tele-Information (CITI) addressed these issues and more in a panel moderated by Kate Kingberger, director of wireless Internet development at CTIA. Panelists were Walt Doyle, CEO of uLocate; Kate Imbach, director of marketing at Skyhook Wireless; David Rogers, executive director of Columbia Business Schools Center on Global Brand Leadership; and Isais Sudit, CEO of Loc-Aid.